VI Wine Tourism Congress: Innovation, Alliances and Technology

Posted On: October 11, 2022

The sixth edition of the UNWTO World Conference on Wine Tourism highlighted the importance of partnerships and cooperation to improve sustainability and ensure the development of communities.

The Conference, held in Alba, in the Piedmont region of Italy, brought together more than 300 leading experts, from the public and private sectors of 30 countries, on the theme of ” The future of wine tourism “. The meeting was organized in collaboration with the Italian Ministry of Tourism, the Italian National Tourist Office ENIT, the Piedmont Region and the Langhe Monferrato Roero Tourist Office.

Wine tourism at the service of cultural preservation

The last two years have been marked by great changes, in the world and in tourism, which have accelerated many pre-existing challenges, from digital to sustainability.

Welcoming delegates, UNWTO Secretary-General Zurab Pololikashvili said: “Well-managed tourism is a powerful lever for rural development, innovation and the preservation of culture and nature. The Conference is part of our action to bring the benefits of tourism to rural areas and open new opportunities The last two years have been marked by great changes, in the world and in tourism, which have accelerated many pre-existing challenges, from digital to sustainability. Wine tourism is no exception. »

The participants insisted on the importance of developing links between wine producers and wine regions, to promote innovative experiences that enhance local traditions and products, landscapes, heritage, gastronomy and people. The role of women and youth in the development of wine tourism was also highlighted. In this sense, investment in wine tourism in rural areas should be encouraged to encourage young people to turn to this activity and thus ensure the conservation of the knowledge and traditions of their territory.

Digital transformation is accelerating

The Conference also addressed the role of technology in the development of the wine tourism offer and the attraction of tourists, and the influence that these innovative tools can have on the experience of the client, in search of fulfillment in his life and in his travels. Drawing on the knowledge of experts from Argentina, Chile, France, Germany, Spain, the United States of America, Italy, Portugal, the United Kingdom and Sweden, the participants projected themselves into the future, mused by a collective vision.

The UNWTO and Slow Food signed a memorandum of understanding on this occasion, confirming the will of both organizations to work together to promote gastronomy tourism understood as a tool for development and socioeconomic inclusion, especially in regard to its links with rural development.

La Rioja, Spain, will host the 2023 edition of the UNWTO World Conference on Wine Tourism.